On a recent fall weekend morning, I was stopped in my tracks by a dynamic confluence of transportation happening in the streets of New York.
Turns out that these pedicabs“…are manufactured in Germany, where the "advertising in motion concept" originated.” BicyTaxi is the Long Island City based company operating the pedicabs. From their well organized website:
BicyTaxi provides “Powerful Pedicab Advertising”. Its vision is an innovative and environmentally friendly mode of transportation, BicyTaxi pedicab fleets provide the perfect vehicle to deliver your brand’s message.
Millions of people travel the city streets every day, walking to work, meeting friends and driving home. Each pedicab represents an exciting new advertising medium that impacts everyday lives and guides consumers down the right purchase path.
So as transportation brands align themselves to this “green” mode of local transport in dense cities, it begins to entrain in the traveler that the quality of transport is managed under the brand presenting its propaganda on the carbon fiber casings of these pedicabs.
BicyTaxi positions your brand through physical and emotional experiences that traditional advertising mediums cannot offer. Effective advertising is about connecting with a consumer set in a meaningful and lasting way. To accomplish this, BicyTaxi reaches out to people where they live, work and play. BicyTaxi engages consumers by allowing them to see, hear, taste, smell and touch. BicyTaxi interacts with consumers by describing, explaining, and showing.
The key here is this sensorial dimension in the experience of the transport mode, more so than the seduction of hyper-graphics applied to these pedicabs. And when these pedicabs are properly deployed in semi-dense commercial business corridors, the security and reliability or a well managed fleet could enable various economic classes to frequent these pedicabs, as subsidized via corporate sponsorship, and enjoy themselves a comfortable ride back from lunch. This comfort creates an interaction with the brand being advertised on the pedicab. And in a future stroke of genius, airline companies will integrate with rail transport to provide a multi-modal transit experience that could include pedicabs at airports, transit hubs, and rail stations.
For the moment, no figures are given regarding the success of the pedicab program nor is it clear to consumers the fair rate of use.
Regardless, the pedicab movement has great application potential at various economic scales. This could positively impact the long-term diversification of transport systems in cities with dense populations in sprawl conditions like Los Angeles, or Jakarta.
Originally written by Fernando Arias at FutureTransport US